Customer

Experience

Myths…

& the truth uncovered

Investigators presenT:

10

Customer experience

#1Myth

is just a

fad.

73% would consider purchasing from a brand again if they

had a superior customer experience

78% of customers have bailed on a transaction due

to poor experience

86% of buyers will pay for a

better experience

Reality

Even the CEOs are catching on:

86%78%

73%

In a recent IBM survey, 55% of the 4,138 interviewed said customers were the single biggest inf luence on their strategy.

Have you done anything about it yet?

Reality

#2Myth Customer experience

is

marketing.

It’s not

only marketing.

“The new look … is a strategic

improvement that is needed to improve

our customers’ overall experience… “

American Airlines said their new logo was part of their focus on customer experience. But what about… …the seating comfort? …the great snacks? (no longer free on most f lights) …the boarding practices?…the mobile app functionality?

Reality

J.D. Power & Associates 2013 released its North America Airline Satisfaction Study and

American Airlines was ranked second to last

in the traditional airlines category

(To ensure the privacy of our investigators we’ve used thisappropriate meme to best reflect our reactions.)

Market by all means. Just don’t forget to

deliver what you promisedbecause

65% of customers f ind it frustrating when they come across inconsistent of fers, experiences or treatments

through dif ferent channels when shopping for the same product or service.

(For more customer memes see Fonolo blog.)

Reality

#3Myth Customer experience

can be managed by

customer service.

A customer-centric culture needs an enlightened leader.

(Source: Watermark Consulting 2013 Customer Experience Study)

Reality

It’s up to the leader to…

• Keep things in perspective for employees, stakeholders, and customers

• Include a customer advocate in every meeting

• Reward long-term customer retention and loyalty, NOT just short-term customer acquisition

• Communicate the brand promise EVERY DAY

Motivational posters on the wall don’t cut it!

Reality

#4Myth

User experience and customer experience are separate

parts of the

Journey.

(picture via fastcompany.com)

NICE Systemswas rated one of the top 50 innovative companies by Fast Company“for making apps

smarter and more sympathetic.”

Good technology is simpatico with humans.

Reality

Forgot your password?

Again and again?

Podio gets it.

They care and know tea

is comforting for the

HUMAN user.

(Chamomile, anyone?)

Reality

Customer experience encompasses...

IT IS A

complex puzzle

that involves

a number of

moving parts.

customer

service user

experience

navigation:

online &

in store

employee

onboarding even your

mission

statement

Reality

#5 Myth

is

Customer experience

linear.

Stellathe

customer

Visits desktop website

Clicks on Call-To-Action for

coupon

Investigates social

media for reviews

Change of plans:

Stella leaves the house

Stella looks for the mobile

website/app

Inconsistent experience:

The CTA button is too

small on mobile

Humans are emotional creatures who experience unexpected

twists and turns during the journey.

Calls a friend for opinion

Reality

Your customers are not part of an assembly line!

The journey is a jungle gym.

Reality

Understanding your customer's true journey

is the foundation to great customer

experience.

Time to invest in journey mapping.

Go low tech –Post its, whiteboards, etc.

Or go high tech –There are lots of simple and advanced tools available for mapping and drawing.

Or email Jeannie@360connext.com

Click to

find out

What is a

touchpoint?

Connect

To get you

Started!

Reality

Or CX

Journey

Mapping?

#6Myth Customer Experience

innovation & improvement is

expensive.

Doesn’t look like it.

Enough said.

Reality

#7

(don’t sweat the small stuff)

Myth

big picture.

Customer experience

is about the

The brain’s amygdala

“Positive experiences have to beheld in awareness for more

than 12 seconds in order for the transfer from short-termmemory to long-term

memory to take place.”

-Rick Hanson, PhD.

This guy uses about 2/3 of his

neurons searching for negative experiences

Reality

The little things mean the most.

even donut holes!

Sinful!

Reality

Lou Mitchell’s is a famous Chicago restaurant and bakery known for

handing out donut holes to salivating customers waiting in line.

There’s even a whole TEDx talk about

sweating the small stuff!

Jeannie Walters at TEDx

Have you seen Jeannie's TEDx talkon Meaningful Microinteractions?

Reality

#8Myth Internal processes

do not affect

the

customer experience.

companies with

highly engaged

workers grew two

and a half times as

much revenue as

those with low

engagement levels.

GrubHub treats their

workers to a picnic!

Reality

Actively disengaged

employees erode an

organization’s bottom

line.

Within the U.S. workforce,

Gallup estimates this cost

to the bottom line to be

more than $300 billion in

lost productivity alone.

Reality

must be awesome. the experience

Myth

#9

If nobody

complains…

Customer complaints via social networks have nearly doubled since 2011, from19% to 35%.

Reality

if there is little

or no competition.

#10

Myth

Customer experience

isn’t that

important

Disruption is now the norm!

You've worked hard to help your business grow but your customers can easily defect.

Don’t f ind yourself baf f led when a disruptive company gets really good at stealing your customers.

And if customers leave dissatisf ied, they tell an average of 28 PEOPLE.

These companies once thought they had loyal customers, too:

Reality

You can do bet ter.

By not investing in customer experience, you could be sabotaging your success and missing out on the ROI of:• Growth• Employee engagement • Job creation• Delighted customers• Higher prof its and productivity • Fewer ruined days for your customers

(That’s actually our mission statement!)

1% of customers feel organizations

consistently meet or exceed expectations

Be this 1%

What’s it in for you?

Reality

We offer

Need help launching your own

customer experience investigation™?

We offer:

• Consulting

• Training

• Workshops

• Customer journey mapping

• User experience analysis

• CXI® mystery shopping

(312) 676-1315

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• “18 Interesting Stats to Get You Rethinking Your Customer Service Process” by Salesforce

• Accenture 2013 Global Consumer Pulse Survey

• IBM Study

• Customer Rage Study via WP Carey ASU Business School

• 10 Stats to prove the “Importance of Customer Experience”

• Watermark Consulting 2013 Customer Experience Study

The evidence in this presentation was gathered from the following sources:

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